• Summary
  • Contents
  • Subject index

In terms of media and communication history, we are arguably in the midst of a social media paradigm. Well-known platforms like Twitter and Facebook have gone from being viewed as mere sites of teenage distraction to becoming embedded ICT infrastructure in mainstream organisations across the society, culture, and economy; such platforms, their uses, and their politics are increasingly entangled with everyday life, work, and relationships. For the past decade there has been a burgeoning interest in social media. This highly international Handbook addresses the most significant research themes, methodological approaches and debates in this field via substantial chapters specially commissioned from leading scholars coming from a range of disciplinary perspectives centered on but extending beyond the social sciences and humanities. Part One: Histories and Pre-Histories Part Two: Approaches and Methods Part Three: Technologies & Business Models Part Four: Practices & Problems Part Five: Social, Cultural & Economic Domains

Politics 2.0: Social Media Campaigning
Politics 2.0: Social media campaigning
Jessica Baldwin-Philippi

Although 2008 marks a watershed moment for digital electoral campaigning, the practices that were widely extolled as revolutionary have a much longer history. Campaign websites have played a role in US communications efforts since the mid-1990s, when the Clinton/Gore and Dole/Kemp campaigns developed the first presidential campaign websites. The voter data programs that campaigns now use daily have their roots in tools developed in the late 1980s, and have benefitted from evolution and infrastructure building within parties. The very data such programs rely upon still involve opinion polls, which have been a meaningful part of campaigns since the 1960s.1 Although campaigns were slow to adopt the participatory, reciprocal affordances ...

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